Firstly, let’s understand Programmatic advertising before we dwell in detail about its various trend-settings. Programmatic advertising is an easy and transparent facilitation for buying and selling advertising space in digital media outlets, namely: websites, apps, digital out-of-home screens, etc. Programmatic media buying involves buying an ad space online, in three different ways, as follows:
1. Real-time-bidding (RTB)
This ad space, buying/selling by users is conducted through an auction for all advertisers and publishers. Such media buying suits ad space addressing mass audiences, such as digital outdoor screens at airports.
2. Private marketplace (PMP)
Here, the auction bidding is more private rather than RTB, but the participation is on an ‘invitation basis’ only.
3. Programmatic direct
In this media buying process, publishers hold no auction for selling space. Instead, it sells the advertising space to one or multiple advertisers at fixed prices.
Programmatic media buying is important because automated media buying is quicker, more accurate, and more efficient. Such a system becomes transparent through a programmatic media buying process. This helps advertisers target the right audience in real time enabling maximum benefit from their ad campaign.
Programmatic advertising trends are essential marketing tools. Marketers are very confident due to the steady reach of digital advertising. This is obvious by the projected increase of global digital advertising spending from an estimated $571.2 billion in 2022 to more than $785 billion by 2025, according to eMarketer.
There are nine, recent programmatic advertising trends, as follows:
1. In-housing programmatic campaigns.
These have advantages through cost savings and resource efficiency.
2. Sunsetting cookies and 1st party data solutions.
With new privacy legislation, tracking cookies to target and modify ads based on user behavior, has become an increasingly challenging task. Apple and Firefox have ended 3rd party cookie support and Google will follow in 2023. Google’s Topics API launched in 2022, is designed to identify a handful of user interests, via the Chrome browser. These interests are useful to pool users into anonymous groups for advertising purposes. First-party data offers great value to both advertisers and publishers.
3. Growth of Connected TV (CTV)
Connected TV (CTV) program display ad spending in the USA, is projected to increase, according to Statista, from $6.93 billion in 2021 to $8.88 billion in 2022.
The COVID-19 pandemic forced people to pay more for OTT (over-the-top) video services like YouTube TV, and Apple TV+Netflix. TV viewing and online streaming in the UK increased dramatically. Such became the changing media habits, globally.
4. Advancement of Digital Out-of-Home (DOOH) Ads.
Marketing professionals are frantically searching for innovative methods to target customers, especially since DOOH resurged. Such type of programmatic advertising, which promotes and highlights contextual marketing, has a number of benefits including Broad reach, Resistance to ad blockers, and unobtrusive placements.
5. Mobile Gaming
There will be a fantastic rise of Mobile gaming buoyed by the arrival of 5G networks. This holds hope for faster data transfers and increased connectivity. Ads can be integrated directly into the game by allowing users to gain tokens or coins when they watch the commercials.
6. Contextual Advertising
The importance of Contextual targeting in digital advertising is well set to grow, given that ads are placed based on the context of the website rather than a user’s online behavioral data.
7. Rise of White Label Software
Being a generic piece of software, businesses can buy access to a White-Label advertising platform, which enables them to administer level control of their campaigns.
8. Programmatic Audio
Programmatic audio advertising works similarly to programmatic display advertising, automating the sale of ads in audio content, such as podcasts.
Audio ads differ from TV and display ads as they don’t rely on visual engagement. Therefore, digital audio can reach consumers whereas visual advertising can’t. As there is no ad blocker for audio advertising, ads will receive more exposure.
9. Video Ads
Video ad spend will continue to rise year after year since it remains the most popular media type for high-impact display ads. Automated video ad buying is now the standard for distributing digital video commercials.
Finally, marketers can utilize programmatic advertising to better direct their campaigns across targeted channels. They can use automated systems to reach the most desired markets and demographics, using new data to discover new opportunities.
By not using programmatic ads in some capacity, you miss out on the opportunity to save your brand money and improve the results of your online advertising campaigns. In this regard, Publift helps digital publishers greatly to get the most out of the ads on their websites.
While concluding details on Programmatic advertising trends, one must mention Wrap2Earn & LytAds, India’s best company doing excellent DOOH advertising work including car wrappings, in the four-wheeler/car domain.